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Ecolabel programmes: a stakeholder (consumer) perspective

Ecolabel programmes: a stakeholder (consumer) perspective The growing global public concern for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental labels. It suggests that accuracy in label information is relevant so as to allow consumers to make an informed choice. This paper proposes that consumers can be grouped using a matrix of four different environmental positions. The results of these grouping are more likely to provide an effective profile of a green consumer, enabling marketers to segment and target these groups based on a clear understanding of consumer behaviour. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Ecolabel programmes: a stakeholder (consumer) perspective

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280410551105
Publisher site
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Abstract

The growing global public concern for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental labels. It suggests that accuracy in label information is relevant so as to allow consumers to make an informed choice. This paper proposes that consumers can be grouped using a matrix of four different environmental positions. The results of these grouping are more likely to provide an effective profile of a green consumer, enabling marketers to segment and target these groups based on a clear understanding of consumer behaviour.

Journal

Corporate Communications: An International Journal – Emerald Publishing

Published: Sep 1, 2004

Keywords: Environmental management; Labelling; Green marketing; Consumers; Market segmentation

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